As we approach the second half of 2024, convenience stores are rapidly evolving their marketing strategies to stay competitive. At Dash In, a Wills Group company, we lead the pack with a revamped Rewards App and a suite of engagement initiatives designed to attract and retain customers. As the Wills Group’s Director of Customer Insights & Loyalty, working to ensure that the app seamlessly integrates digital convenience with in-store interactions has been a top priority for myself and our team. The ultimate goal is to deliver the rich, interactive experiences today’s consumers expect.
This blog examines how Dash In and other industry leaders leverage advanced marketing technologies to heighten awareness and demand for their offerings. We explore key trends in convenience store marketing, including personalized promotions, data-driven customer engagement, and digital marketing techniques tailored for today’s mobile-savvy consumer.
Dash In’s New Rewards App Wins a Webby
Developed in collaboration with Bounteous x Accolite, the Dash In Rewards App is central to Dash In’s Loyalty Program and customer engagement strategy. It allows customers to order food and drinks in advance effortlessly, pay for fuel from their phone, and access exclusive member-only car wash deals at Dash In and Splash In ECO Car Wash locations—all while earning points redeemable for discounts and special offers. This multifunctionality significantly enhances the convenience and value of every visit.
Advanced backend technology within the app personalizes each guest’s experience by analyzing data from past interactions and purchases, tailoring offers to individual preferences. For instance, customers who frequently buy breakfast items might receive targeted morning promotions, enhancing value and encouraging repeat visits.
These personalization features align with broader industry trends toward deepening customer relationships. According to a recent PYMNTS study, 83% of shoppers prefer receiving personalized offers, emphasizing the importance of digital engagement platforms in the convenience store sector.
In my role I lead the strategic development of the app, focusing on platform design and member lifecycle CRM to effectively meet and anticipate customer needs. This collective work across our teams culminated in the app winning a prestigious Webby Award in the “Apps & Software—Shopping and Retail” category. With a user rating of 4.7 out of 5 on the Apple App Store, the app wins praise for its user-friendly interface and personalized features that significantly enhance the shopping experience.
Emerging Marketing Trends in the Convenience Store Industry
Convenience stores increasingly leverage advanced digital technologies to connect with a broader audience. We’ve heavily invested in digital display and search marketing, adjusting our tactics based on store proximity, time of day, and even local weather conditions. This approach is not exclusive to Dash In; it’s becoming more common as stores use geotargeting and real-time analytics to optimize their marketing efforts. According to Digital Commerce 360, over 60% of retailers plan to increase their investment in these technologies.
Social media also plays a crucial role in promoting offers and building community presence, with Dash In using these platforms to highlight its foodservice offerings and engage guests. This strategy is part of a broader trend where convenience stores are transitioning into lifestyle brands that focus on community and interaction. As reported by Convenience Store News, 57% of consumers patronize brands they follow online, highlighting the impact of interactive social media strategies.
Looking ahead, AI is set to further transform the industry. By 2025, more convenience stores are expected to use AI to analyze purchasing data and improve inventory management. AI will also enable stores to offer personalized recommendations and predict product demand based on local events or social media trends, improving service and reducing waste.
The Future of Convenience Store Marketing
Technology, personalization, and AI will continue to reshape the convenience store industry in 2025 and beyond. Guided by our company vision, Dash In is dedicated to enhancing the guest experience through its Rewards App and exploring new technologies. As we anticipate future trends in convenience store marketing, a common goal emerges: to deepen connections with customers and enrich their shopping experience. We aim to transform everyday errands into delightful digital and in-store experiences, keeping our communities’ Lives in Motion.